Valentine’s Matchmaking

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I just received the greatest Valentine in the mail, which begins with “You’re unmatched in my book,” and ends with two vintage matchbooks. One of them is above, for the Great Central Lumber Company in Rock Hill, MO. And look at the building drawing on the right!

The building still stands to this day, and Great Central Lumber remains, now as one of several tenants. I’ve always admired this building, and it seems the original owners did, as well, making the effort to put a line drawing of it on their promotional matches. Can you think of any recent new buildings that are matchbook-worthy? And will matchbooks one day be a thing of the past?

It first went up in 1966, and it’s shocking that it’s survived that stretch of Manchester Road for this long, in such unscathed condition.  Because the other Valentine’s matchbook* is for a drive-in that no longer exists in either of its locations.

Tobey’s Drive-In, “Home of the Happy Hamburger” lists 2 locations inside the matchbook cover: 9600 Highway 66 in Crestwood, MO and 9315 Manchester Road in Rock Hill, MO.

The Rock Hill Tobey’s was basically across the street from Great Central Lumber, and since 1999 there has been a god-awful ugly apartment complex on the land where the drive-in once was. The Crestwood Tobey’s was at 9600 Watson, and Plastic Football has the scoop on the building St. Louis County records say is from 1973.

So this building nerd is having a good Valentine’s Day. And Happy Valentine’s to you, too!

* It was manufactured by the Universal Match Corporation, St. Louis, another mid-century modern building that was demolished in 2010. Aside from losing a handsome building, it was also the long-time employer of a relative-by-marriage, who used to give me complete sets of matchbook series he helped produce. I especially remember a choice Bicentennial collection that helped me with my history homework far more than the school books did!


The man who sent the Valentine matchbooks wrote the following after reading this post:

“The building that was Tobey’s still stands.  It became Steak n Shake and is now Reid Vann (9331 Manchester).  My dad and uncles built it many years ago (1980) and it originally had a zig zag type roof, very similar to the one on the walkway at McGrath Elementary, corner of Litzsinger and St. Clair. When Steak n Shake took over the Rock Hill store they remodeled extensively to fit the corporate image and removed the roof.

When the Rock Hill Tobey’s was built, the Crestwood one already existed.  Mr Toberman planned to grow the franchise, but it never went above those two.  He told my dad, “I’m going to put McDonald’s out of business.”  The Crestwood store did not have the folded roof. “

7 thoughts on “Valentine’s Matchmaking

  1. I would be very interested in purchasing the Great Central Lumber matchbook from you, if it is at all possible. I currently work at the location printed and the owner of the company would love to have the match book for our historic collection.

  2. Sorry, wrong burger joint it is of Henry’s on the corner of Sappington and Watson….

  3. The Tobeys restaurant building was built around

    1966 or 1967 by Roehm Brothers Inc.
    The architectural firm was Wedemeyer Cernik &

    Corrubia. The project architect was William

    Obrock. The principal members of this firm are

    no longer living. I knew them all personally.

    Mr Toberman wanted to put McDonalds out of

    business. Hamburgers then sold for 19 cents.

  4. Oh Em, the Brentwood Bowl building! I love that one. I have photos of Brentwood MCM, just have yet to get around to doing something with them. Thanks for serving as a reminder.

  5. great stuff Toby

    Re: Tobey’s hamburgers. Does anybody remember when it closed its doors what year?

    Even though I grew up in Glendale in the late 60s, I do not remember it. there was Sandy’s hamburgers, which is right on the edge between rock Hill in Glendale. and there was Krispy Kreme, and I think later McDonald’s, on the stretch between Berry road and McKnight. So by the time you got East to McKnight, there was no room left for fast food. 🙂

    Speaking of Glendale, one of my friend’s dads, Mr. Ruprecht, worked for universal match and always had great supplies of matchbooks around the house. wonder what happened 2 all those?

    love that building too. I think it is close to a building on the north side of Manchester just East of McKnight where we saw our dentist. Also a mid century modern building. As is Brentwood bowl further on down towards Brentwood Boulevard.

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